Equalis Financial

Equalis Financial is a Los Angeles based firm that provides financial life planning & investment management services primarily to the LGBT community and non-traditional household. The look and feel for their branding was guided by the client's desire to focus on a clean, mid-century modern brand aesthetic using subtle elements that would define their customer demographic.

I played with element glyphs that represented the themes of "combine", "transcend", and "transform" and created an abstract interpretation that became more iconic as a logo.

The colors and font used reference a mid-century aesthetic but also transcend into a more modern and clean look.